Royal Mail: How advertising can reposition an entire industry
Royal Mail campaign to support and defend the mail business. Objective: to defend the mail service against the threat of digital communications (e-mail, mobile phones etc) and to influence consumer perceptions. Media: TV ? emphasised mail's efficiency. Supported by outdoor, radio and cinema. Evaluation: mail usage in the UK increased more than expected. Special stamp promotion in 2001 showed 3-to-4 fold payback. Halted the decrease in mail usage amongst home users, business mail and direct mail increased. Average long-term ROI caluculated at 790%. Improvement in profitability, customer attitudes and behaviour.